J Schwanke visited Joseph & Sons’ flower farm in Santa Paula, California for an episode in the fourth season of the public television show, ‘Life In Bloom.’ Schwanke is pictured in a field of stock with farm owner Joe Ortez Sr.
He’s back! J Schwanke, AAF, AIFD, PFCI, returned to national television earlier this month with the fourth season of his award-winning PBS show ‘J Schwanke’s Life in Bloom.’ This season the program, which promotes the benefits of incorporating flowers into day-to-day life, will start and close with a new 30-second commercial from CalFlowers’ “That Flower Feeling” campaign.
A financial supporter of ‘Life in Bloom’s’ first three seasons, CalFlowers (the California Association of Flower Growers and Shippers) “really stepped up, becoming a major underwriter, and I am very thankful,” says Schwanke, who earned SAF’s Marketer of the Year award in 2019 for the show’s wide reach and positive message. Between its first episode on March 16 and finale on April 15, episodes for the new season will be broadcast 12,142 times on 342 channels in 165 markets, covering 92 percent of the U.S. That’s in addition to a marathon of past episodes from April 8-10 on 300 stations — which will result in more than 7,000 broadcasts across the country.
Schwanke says he and CalFlowers share the mindset that flowers shouldn’t be reserved only for special occasions but rather embraced as a daily pleasure — and that anytime a consumer purchases flowers (be it from a retail florist, grocery store, farmer’s market, or online site), it is a win for the industry.
“We need more people buying more flowers — period,” Schwanke says. “I love the message, ‘That flower feeling — at home, at work, or anytime,’ because it reminds you that flowers can enhance everyday life, beyond the occasions when you expect them.”
‘Life in Bloom’ will give this message maximum exposure, explains Jeanne Boes, general manager and COO of the San Francisco Flower Market, who serves as CalFlower’s vice president and marketing chair. “The popularity of ‘Life in Bloom’ in undeniable. The show reaches multiple generations,” she says. “It’s the perfect opportunity to share ‘That Flower Feeling’ — along with the health and wellness benefits of flowers — with millions of viewers each week.”
CalFlowers’ executive director, Steve Dionne, AAF, echoed Boes’s excitement. “The entire floriculture industry is so incredibly fortunate to have such a positive spokesperson in J Schwanke,” he says. “J makes flowers both relatable and accessible to the general public, creating a bevy of new opportunities for consumers to enjoy our amazing products.”
Flowers’ health and wellness benefits remain the focus of the show. A few highlights from Season 4 include flowers for self-care, Italian-inspired arrangements, trips to flower farms and a bonus episode themed for autumn.
‘Life in Bloom’ is presented and distributed by American Public Television. In addition to CalFlowers, its underwriters include Albertsons Companies, Dollar Tree, and Holland America Flowers. Check your local public television station and Create TV to learn when it airs in your area. The show is also available to stream for free via uBloom.com/LifeinBloom and the PBS app.
Katie Vincent is a senior contributing editor for the Society of American Florists.
